The ASA is still assessing the complaints, which raise concerns around the dangers of a child emulating what they saw in the ad.

This isn’t the first time a Christmas spot has caused controversy. One spot from Aldi's "Kevin the Carrot" campaign in 2017 was banned after one viewer complained it was likely to promote alcohol to children, while Poundland's campaign featuring a naughty Christmas elf was also pulled earlier this year.

Sainsbury's has not responded to a request for comment at the time of writing.